Hotel Indigo is part of the InterContinental Hotels Group and is known for its emphasis on local culture. Its mission is to provide guests with authentic experiences that celebrate local culture and connect to the neighbourhoods. This Atlanta-based boutique hotel brand has undergone key changes in its branding and logo since its inception. This article explores the history and evolution of the Hotel Indigo logo over the years.
The Genesis of the Hotel Indigo Logo (2004 – 2009)
Hotel Indigo was launched in October 2004 with its first property in Atlanta, Georgia, the USA. The brand aimed to provide a unique experience to the guests by reflecting the character of its surrounding neighbourhoods. This approach to hospitality is visually represented through its logo, which has since evolved to represent the brand’s commitment to creativity and local culture.
The original logo featured a simple design with a modern sans-serif typeface to emphasise clarity and accessibility. The colour palette was primarily blue and white, which suggested professionalism and comfort. The logo comprised an emblem and a wordmark in blue. The emblem featured a floral design in predominantly blue colour with white stripes in between. The wordmark on the right of the emblem appeared in two levels. The top one had the smaller word “HOTEL” with spaced-out letters and the bigger, bolder, and thicker word with pointed glyphs “indigo” was placed beneath.
(2009 – 2020)
The logo underwent a minor redesign to reflect the lively spirit of the neighbourhoods where Hotel Indigo properties are located. The font became slightly more stylised, and the styles were reversed. For instance, the word “hotel” was written in lowercase, while “INDIGO” appeared in bold uppercase. Further, the emblem to the left was reduced in size, and the colour palette of the logo was made deep purple.
(2020 – Present)
Hotel Indigo launched a comprehensive rebranding campaign that included a complete redesign of the logo. It zeroed in on minimalism and removed the floral emblem altogether. So, the text-based logo had both “HOTEL” and “INDIGO” written in uppercase but of varying sizes like in the previous iterations.
The Elements of the Hotel Indigo Logo
Font
The typography used in the Hotel Indigo logo is modern sans-serif that reflects sophistication and approachability. The font is clean and contemporary, and is designed to be easily readable while also conveying a sense of warmth and hospitality. This choice aligns with the brand’s ethos of creating welcoming environments that celebrate local culture.
Over the years, the font has undergone subtle changes to enhance its expressiveness. The most recent iterations have incorporated more artistic elements that reflect the brand’s commitment to creativity and local storytelling.
Colour
The colour palette of the Hotel Indigo logo is vibrant and varied, and it mirrors the diverse neighbourhoods it represents. The logo prominently features shades of blue, which convey trust and reliability.
The History of Hotel Indigo
Hotel Indigo is a boutique hotel brand under the InterContinental Hotels Group (IHG), which has carved out a unique niche in the hospitality industry since its inception. The brand focuses on providing guests with an authentic experience that reflects the character of its surrounding neighbourhoods.
Hotel Indigo opened its doors for the first time in October 2004 in Atlanta, Georgia. The concept was innovative for its time, as it aimed to offer a boutique hotel experience that emphasised local culture and individuality. This approach was intended to differentiate Hotel Indigo from traditional hotel chains by creating an environment that felt more like a home within the community
Following the success of its first location, Hotel Indigo opened a second property in Chicago’s historic Gold Coast neighbourhood in May 2005. This expansion marked the brand’s commitment to establishing itself in key urban markets across the United States.
Throughout the 2010s, Hotel Indigo continued to grow by expanding both domestically and internationally. The brand focused on creating unique properties that reflected local culture through design, cuisine, and service. By 2017, Hotel Indigo had established its first non-U.S. property in Ottawa, Canada to showcase its commitment to global expansion.
In response to market demands and competition within the boutique hotel sector, IHG initiated a rebranding effort for Hotel Indigo. This included refining its visual identity and enhancing marketing strategies to better communicate the brand’s unique value proposition. The aim was to create a more cohesive brand image across all properties.
In 2022, Hotel Indigo unveiled a refreshed visual identity that emphasised storytelling through bespoke illustrations representing the unique neighbourhood of each hotel property. This rebranding aimed to celebrate local artistry and culture while enhancing guest engagement through personalised experiences. The new design reflects the brand’s philosophy that no two neighbourhoods—and thus no two Hotel Indigo properties—are alike.
In September 2023, Hotel Indigo launched its largest marketing campaign in history, titled “The World’s Neighbourhood Hotel.” This initiative aimed to connect travellers with local experiences and emphasised the importance of neighbourhoods during their stays. The campaign highlighted how each property serves as a gateway for guests to explore culturally rich areas.
As of 2024, Hotel Indigo operates over 156 hotels worldwide and has plans to double its portfolio within the next three to five years. The brand continues to prioritise local engagement and artistic expression as it expands into new markets across Southeast Asia and beyond.
Interesting Facts About Hotel Indigo
- Hotel Indigo was launched in 2004. It is a part of the IHG Hotels and Resorts and has a unique approach to hospitality. It celebrates local culture and individuality.
- Each property of Hotel Indigo is designed to reflect the culture and character of its neighbourhood. This includes the architectural features, decor, or even menus that celebrate local ingredients and traditions.
- Hotel Indigo collaborates with local artists to create illustrations that tell the story of each hotel. This makes the hotel a one-of-a-kind property.
- Hotel Indigo offers a boutique feel and experience. This is characterised by amenities such as spa-inspired bathrooms, plush bedding, and thoughtful decor.
- Hotel Indigo features flexible spaces for various activities. These may include spaces for intimate gatherings as well as larger celebrations. This also includes dining spaces where guests and locals can enjoy meals prepared from ingredients that are sourced locally.
- Hotel Indigo has around 156 properties (as of 2024) and many more in the pipeline.
- Every Hotel Indigo property reflects its immediate environment and includes elements from the broader culture of the location. For instance, Hotel Indigo Tokyo Shibuya features vinyl records that celebrate local music culture.
- The Marco Pierre White Steakhouse Bar and Grill at Hotel Indigo Liv is run by a first British chef who has been awarded three Michelin stars.
- Hotel Indigo Taipei North was constructed using 520,000 handmade bricks.
Finally
The Hotel Indigo logo highlights the journey of the brand from a simple hotel concept to a sophisticated lifestyle brand that embraces local culture and artistic expression. Each iteration of the logo has brought it closer to embodying the unique stories of neighbourhoods around the world. It allows guests to stay and experience the essence of their surroundings. The visual identity of the hotel is likely to evolve further and will continue to reflect new stories and inspirations from diverse locales.